Strategy Briefing

Skin Care in Eastern Europe

61 pages, Jul 2018

US$1,325

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About This Report

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Skin care sales in Eastern Europe have shown unspectacular results as weak economies in the region’s largest countries have hindered sales. Turnovers are picking up with shoppers becoming more affluent as well as educated. Previously unseen brands and concepts have emerged and been warmly received by shoppers but skin care remains dominated by ubiquitous mass brands relying on brand image and discounts. Expanding economies are expected to be behind future market gains.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Compared to other regions, sales are small and growth is slower

Skin care sales remain small in Eastern Europe, in the global context, with neither the size nor the speed of growth able to match those observed in Asia or North America. Still, the region retains the presence and interest of major multinationals. Omnipresent mass brands defend their leading positions in the market but fragmentation is evident as shoppers start looking for niche offerings.

Advanced concepts are used by all manufacturers

The industry has become fully high-tech. Hyaluronic acid, alginate, micro encapsulated retinol, and activated charcoal are but a few concepts that consumers know about and search for. While previously the domain of multinationals, advanced technologies are now also employed by nimble domestic firms.

The Asian cosmetics trend takes hold

Asian cosmetics products are taking the world by storm and Eastern Europe is no exception. High-income shoppers splurge on exotics from Korea and Japan while the less affluent have to settle for Korean-inspired local products as they cannot afford the real thing. Domestic companies are not shy in borrowing the most catchy ingredients, such as snail mucin.

Retailing modernisation also affects skin care

The modernisation period is not yet over for retailing in Eastern Europe, bringing along changes for everyone involved. Discounters and internet retailers, whose importance is growing, use cut-throat pricing and make other channels follow suit.

Economic improvement will benefit the players that held on

Rebounding economies in the region’s major countries are expected to underpin skin care sales over 2017-2022. None of the key players left the market during the lean years, enticed by potential future gains. They are expected to reap the rewards over the forecast period.

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Introduction

Scope

Key findings

Regional Overview

Eastern Europe: A laggard but not left behind

Years of economic disorder are over, for now

Poland shows drama-free growth and emerges as a must-be market

Facial care underpins growth in smaller countries

Poland shows impressive results with sales taking off

Economy and fashion trends shape shopping decisions (1)

Economy and fashion trends shape shopping decisions (2)

Skin care retailing undergoes changes (1)

Skin care retailing undergoes changes (2)

Leading Companies and Brands

Incumbents are gradually threatened by niche offerings and private label

L’Oréal continues to ascend, with interruptions

Russia remains indispensable

Products for the masses dominate the region of thrifty shoppers

Forecast Projections

Russia and Poland are expected to drive growth

Growth is expected for the region but deceleration looms

The economy and habits are behind the expected growth (1)

The economy and habits are behind the expected growth (2)

Country Snapshots

Russia: Market Context

Russia: Competitive and Retail Landscape

Poland: Market Context

Poland: Competitive and Retail Landscape

Ukraine: Market Context

Ukraine: Competitive and Retail Landscape

Romania: Market Context

Romania: Competitive and Retail Landscape

Czech Republic: Market Context

Czech Republic: Competitive and Retail Landscape

Hungary: Market Context

Hungary: Competitive and Retail Landscape

Slovakia: Market Context

Slovakia: Competitive and Retail Landscape

Bulgaria: Market Context

Bulgaria: Competitive and Retail Landscape

Lithuania: Market Context

Lithuania: Competitive and Retail Landscape

Serbia: Market Context

Serbia: Competitive and Retail Landscape

Belarus: Market Context

Belarus: Competitive and Retail Landscape

Estonia: Market Context

Estonia: Competitive and Retail Landscape

Croatia: Market Context

Croatia: Competitive and Retail Landscape

Bosnia-Herzegovina: Market Context

Bosnia-Herzegovina: Competitive and Retail Landscape

Macedonia: Market Context

Macedonia: Competitive and Retail Landscape

Slovenia: Market Context

Slovenia: Competitive and Retail Landscape

Latvia: Market Context

Latvia: Competitive and Retail Landscape

Georgia: Market Context

Georgia: Competitive and Retail Landscape

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Megatrends

Strategy Briefing

Skin Care in Eastern Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Compared to other regions, sales are small and growth is slower

Advanced concepts are used by all manufacturers

The Asian cosmetics trend takes hold

Retailing modernisation also affects skin care

Economic improvement will benefit the players that held on

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Eastern Europe: A laggard but not left behind

Years of economic disorder are over, for now

Poland shows drama-free growth and emerges as a must-be market

Facial care underpins growth in smaller countries

Poland shows impressive results with sales taking off

Economy and fashion trends shape shopping decisions (1)

Economy and fashion trends shape shopping decisions (2)

Skin care retailing undergoes changes (1)

Skin care retailing undergoes changes (2)

Leading Companies and Brands

Incumbents are gradually threatened by niche offerings and private label

L’Oréal continues to ascend, with interruptions

Russia remains indispensable

Products for the masses dominate the region of thrifty shoppers

Forecast Projections

Russia and Poland are expected to drive growth

Growth is expected for the region but deceleration looms

The economy and habits are behind the expected growth (1)

The economy and habits are behind the expected growth (2)

Country Snapshots

Russia: Market Context

Russia: Competitive and Retail Landscape

Poland: Market Context

Poland: Competitive and Retail Landscape

Ukraine: Market Context

Ukraine: Competitive and Retail Landscape

Romania: Market Context

Romania: Competitive and Retail Landscape

Czech Republic: Market Context

Czech Republic: Competitive and Retail Landscape

Hungary: Market Context

Hungary: Competitive and Retail Landscape

Slovakia: Market Context

Slovakia: Competitive and Retail Landscape

Bulgaria: Market Context

Bulgaria: Competitive and Retail Landscape

Lithuania: Market Context

Lithuania: Competitive and Retail Landscape

Serbia: Market Context

Serbia: Competitive and Retail Landscape

Belarus: Market Context

Belarus: Competitive and Retail Landscape

Estonia: Market Context

Estonia: Competitive and Retail Landscape

Croatia: Market Context

Croatia: Competitive and Retail Landscape

Bosnia-Herzegovina: Market Context

Bosnia-Herzegovina: Competitive and Retail Landscape

Macedonia: Market Context

Macedonia: Competitive and Retail Landscape

Slovenia: Market Context

Slovenia: Competitive and Retail Landscape

Latvia: Market Context

Latvia: Competitive and Retail Landscape

Georgia: Market Context

Georgia: Competitive and Retail Landscape

Why buy this report?

Want to find out more about this report?

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